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Dealership Websites: Embracing & Implementing Change an Interview with 321 Ignition

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The automotive industry has certainly been hit hard by the pandemic resulting in everchanging ways of how car shoppers are shopping. This calls for dealerships to implement effective digital retailing platforms to support the new customer of today. To identify what draws these shoppers to a dealer's website and how to keep them engaged, Dealer Marketing Magazine interviewed Lyamen Savy, Founder & CEO at 321 Ignition. She explains why it’s critical for dealers to optimize their websites and monitor their search/SEO strategy — not just today, but constantly. Dealer Marketing Magazine: How have you seen dealership websites change over the last 5 years and are there any important lessons that have been learned that dealers should be aware of going forward?  Lyamen: Dealership websites haven’t kept pace with websites in other industries for many years and that’s part of what inspired the idea for my company, 321 Ignition. As I was doing research on what was currently available to dealers from their website providers, I was shocked. There wasn’t a single mobile-first website provider even though the large majority of dealership website traffic is on mobile. The other thing I noticed was how the industry was very segmented with few companies offering integrations and no one discussing their partners. My previous experience at Microsoft helped me to really understand the power of partners. When I was developing our company, I knew we needed to be mobile-first, customer-first, and partner-powered from the start.  DMM: Creating a seamless customer experience is crucial with an increasing market of millennial car shoppers. How should a dealership set up a successful website? Lyamen: Research has found that 78% of car buyers start their shopping online and of those, more than 70% of people are using their smartphone to access the dealership website. Because of all that online shopping, consumers are visiting less than 3 dealerships on average. If people can’t visit your website, your chances to get them into your dealership are getting smaller.  When it comes to setting up a successful website, it needs to be mobile-first, not just mobile-responsive. A mobile-responsive website is designed for a large screen and is adapted to fit a smaller phone screen. The problem is that a design that works on a computer looks busy and overwhelming on a phone screen. A successful website won’t just work on any device, it has the correct user experience for the device the user is on. 321 Ignition websites are designed with mobile-first in mind and they look amazing on desktop, too.  DMM: How can dealerships use tech tools to create a high-functioning website and create a successful customer experience? Lyamen: A tech tool alone is just a widget. Dealerships invest in tech tools to help them solve business problems. However, if tech tools are not installed on a website using an API, then they won’t achieve the business objective and goal. The problem with a lot of website tech tools in the automotive industry is they are just widgets and iFrame codes vs API integrations. Widgets and iFrames create a poor user experience, they are disjointed single-point solutions vs a complete solution, they slow down the website, they hurt SEO, and most of them don’t match the rest of the dealership branding. At 321 Ignition, we invest in API integrations with any technology provider in the automotive industry to help dealers provide the best consumer experience and achieve the ultimate business outcome. DMM: What inspired the start of 321 Ignition and what is the core dealership problem your business is solving? Lyamen: One of my best friends used to work at a car dealership and she used to come to me for marketing advice all the time as a friend and trusted advisor since I’ve been doing marketing for 18+ years. One day she contacted me because her website provider, MotorWeb, was acquired by FusionZone. She wanted my help and opinion in evaluating them. As I started digging deeper, I discovered all automotive website providers were missing critical elements that I knew helped convert website visitors to leads. These were things we had tested at Microsoft and CapitalOne and I knew would work in the automotive industry, too. I also quickly realized that website providers were charging extra for services and solutions that should be table stakes — things like technical SEO or Google Analytics tracking. On top of all of that, other vendors were calling her every day trying to sell her website widgets that should have come standard with any website. I couldn’t believe what was going on in the industry and realized that it was a good opportunity to help small businesses and follow my passion for marketing. My company, 321 Ignition, is the only mobile-first website provider in the automotive industry designed to assist new and used car dealerships of any size in creating the best customer experience to serve the exploding online car shopping market. Using native mobile features and the best practices from Fortune 100 companies across a variety of industries, 321 Ignition offers a time-saving and frictionless online customer experience optimized for car shoppers on the go. DMM: Why are VDP visitors so important and does 321 Ignition leverage these visitors? Lyamen: The VDP is the moment of truth. The purpose of the SRP is to intrigue consumers about the cars available in stock. The purpose of VDP is to educate and close (aka ask for the sale). When a consumer lands on the VDP page, their sequence of thought is, “Do I want this car? Can I afford this car? How do I buy this car?” The goal of the VDP is to collect micro “yes’s” to all these questions along the way to get to the ultimate “Yes” which is the sales lead and car sale.  To get to the ultimate “yes,” you have to anticipate and overcome all sales objections and eliminate all elements that cause friction and anxiety. You have to be ruthless in prioritizing content based on hierarchy and sequence of thought, especially for shoppers on a mobile device. Imagine as the user is scrolling down the VDP, you’re anticipating their sales objections, overcoming them, and collecting micro “yes’s” along the way. DMM: How do your smart financing applications work? Lyamen: Credit app leads are probably the warmest and highest quality leads salespeople can receive because these are people who are ready to buy a car and they just want to know what they can get approved for. There are 2 parts to the credit app, the consumer experience and the internal staff at the dealership experience (BDC reps, F&I managers, etc.) For consumers, since we know that majority of them, over 70%, are filling out the credit app on a mobile device, with one finger, instead of a keyboard with two hands and ten fingers, it‘s all about having empathy for the consumer. It’s important to think about in that given moment, at that given time, what would be most helpful for the consumer filling out a long credit application with one finger. At 321 Ignition, we leverage mobile-native features to make it faster and easier to complete a long credit application on a mobile device. For example, this means that the keyboard automatically changes to a numeric keyboard when adding in numbers and our Google maps integration allows us to autocomplete addresses. We also use smart field technology which subtracts or adds fields to the form the user is filling out based on their answers. This saves the consumer time by skipping fields that are not relevant to them.  For internal staff at the dealership, they want 2 things — 1) to get more leads i.e. capture consumers' contact info that started but did not complete full credit app — and 2) to save time re-entering credit app information into credit soft pull and hard pull software. To address the first need, our credit app has a shopping cart abandonment feature to help. When a customer starts filling out the credit app, on step 1 we only ask for basic contact info (name, email, phone). When the customer clicks “next”, we wait for 25 minutes and if they didn’t complete the full credit app, we send a lead notification to the dealership’s CRM saying “John Doe started credit app, but did not complete” so that the salesperson can follow up and try to close them.  We also have an API integration with DealerCenter and 700 Credit and all credit app leads are automatically sent to DealerCenter, 700 Credit, DealerTrack, RouteOne, CUDL, and AppOne for F&I Manager to do credit pulls and submit applications to banks. We’re always looking for more credit and banking partners and can share our API documentation. DMM: So your company offering will help a dealer operate a successful and optimized website. What should a dealer focus on after that? Lyamen: Most dealerships we talk to think they have a website traffic problem when really they have a website conversion problem. Once dealers sign up for 321 Ignition mobile-first website, they can confidently invest in paid media and SEO content, and accurately measure ROI. These are some of the ways we’ve seen dealerships leverage their new website:  Google ads When we launch dealership websites, we set up their Google Analytics goal conversion tracking to only track real leads (i.e. online web form submissions, click-to-call, and click-to-drive) instead of page views and average time spent on site. This allows paid media managers and agencies to launch Google Ads with a “Target CPA” bid strategy that will use Google machine learnings to optimize campaigns that will generate maximum leads at the lowest cost per lead. Facebook & Instagram Shops Facebook Marketplace for Auto has been discontinued. Dealers now have an opportunity to advertise their inventory on Facebook and Instagram shops. 321 Ignition mobile-first websites have the microdata schema dealerships will need to get their inventory live in Facebook & Instagram shops. On-page SEO & blogging In-house marketing teams and agencies can save time from cleaning up schema markups, SEO title tags, and meta description, and instead, focus their time on producing fresh new content. Our WordPress backend has a ton of content blocks that help save time and create new pages without HTML knowledge. We also offer a mobile-first blog that helps increase organic ranking and convert organic visitors to leads using relevant HTML5 banners (no coding knowledge required to create them). DMM: Thank you for your time today! Is there anything else you’d like to share? Lyamen: As a company, we’ve been partner-powered from the beginning. We partner with other technology providers to help them provide complete solutions for dealers and we partner with agencies and consultants to help them increase value and achieve more in less time. We know we’re all better together and nobody can do it alone. If you’re looking for a true partner for your dealership or clients, we’d love for you to get in touch. For more information click here
Lead Provider Awards 2018 Winners

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Conversica, the leader in conversational artificial intelligence (AI) for business and the only provider of AI-driven lead engagement software for dealerships, is proud to announce the winners of its first-annual Lead Provider Awards, honoring excellence among the nation’s top automotive lead providers. Ten outstanding companies have been honored in seven categories: Highest-Engaging Provider Dealer’s Choice Favorite Provider Best Equity Leads Lowest Spam Complaint Rate Highest Workable Rate Best Lead Volume AI Early Adoption Award To determine the top lead provider companies in the U.S., Conversica conducted a phone survey of its auto dealer clients. At the completion of the survey, Conversica tabulated the results and determined the top-performing lead providers in seven categories. The Lead Provider Awards 2018 winners are: HIGHEST-ENGAGING LEAD PROVIDER Autotrader Cars.com TrueCar DEALER’S CHOICE FAVORITE PROVIDER CarGurus TrueCar Dealer.com BEST EQUITY LEADS AutoAlert TrueCar Dealer.com LOWEST SPAM COMPLAINT RATE Edmunds DealerCentric Auto Credit Express HIGHEST WORKABLE RATE Autotrader Edmunds TrueCar BEST LEAD VOLUME TrueCar CarGurus Dealer.com AI EARLY ADOPTION AWARD blueSky Marketing Conversica and Dealer Marketing Magazine congratulate all of the winning lead providers for their essential contributions to the sales success of automotive dealerships throughout the United States. For more information about the awards and winners, go here : www.conversica.com (888) 778-1004
AutoRaptor Introduces Automatic Appointment Reminders to Enhance Automotive CRM Software

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Providence, RI — September 25, 2018 — AutoRaptor recently rolled out Appointment Automation that allows dealerships to automatically send out customized appointment confirmations, reminders, and missed and cancelled follow up messages by text and email. The automatic appointment reminders are part of a suite of automated tools available in the CRM. “AutoRaptor provides dealerships with smart features that make lead management less stressful and allow the sales team to focus more attention on customers that are ready to buy at that moment,” said Howard Leavitt, Founder and President of AutoRaptor. “Our automated suite ensures that all opportunities are quickly and consistently contacted which gives time back to the sales team to focus on the highest priority leads.” AutoRaptor advocates appointment setting as a critical part of the sales process. Scheduling and confirming appointments helps ensure each car buyer is given the proper attention they deserve, which in turn will help increase customer satisfaction and retention success. The ability to set up automated communication on action plans follows up alongside the sales team to ensure no opportunity is forgotten. Now, with this new feature AutoRaptor pauses the regular action plan and deploys the customized appointment communication to help ensure the customer keeps or reschedules their visit. “I am love love loving this automated appointment feature because it increases my efficiency and simplifies the entire process,” said Bill Millham, Internet Coordinator, Carmix Auto Sales. “Great job AutoRaptor, I look forward to your next advancement. Keep leading the way!” AutoRaptor plans to continue adding enhancements and features to the automated suite that will focus on helping dealers to manage lead volume, streamline the sales process, and improve customer satisfaction and retention. The AutoRaptor team can show you these features in action and share more about our CRM, call to schedule a demo 1-888-421-6533 or submit a demo form online . About AutoRaptor Since 2006, AutoRaptor has been helping dealers leverage our proven sales process and turn more leads into sales with our simple, intuitive, and powerful CRM. AutoRaptor gives dealers powerful features, like automated action plans, texting, license scanner, Sales Rep activity report, and third-party integrations, to improve their sales team’s effectiveness and to focus on high probability leads. Management can monitor the sales team at a glance and always know which activities are producing the best results. The AutoRaptor Training and Support Team is one of the best in the industry, providing dealers with an added value that they didn’t even realize they needed! For more information visit www.autoraptor.com or call 1-888-421-6533. Media Contact Amy Garofalo, AutoRaptor CRM, 401-421-6533, ext 201, amy@autoraptor.com
What Is the True Price of a Lead?

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The question of what is the true cost of a lead can be answered by different people in many different ways, but here we’re going to use the Conversica answer. We like to look at the lead cost as what we refer to as an effective lead rate . There are a few factors that go in an effective lead rate: the number of leads, the engagement rate, and the per-lead cost. Engagement rate is the number of leads that engage from a particular source. We define engagement as meaningful two-way communication. This means that the dealership reached out to the lead, and the lead responded. We don’t measure conversion because there are too many variables to hold a lead provider to. If the lead provider provides a lead that engages with the dealership, however, we feel that’s a good lead. The dealership is then responsible for the trade-in appraisal, financing specifics, salesperson, etc. Now, let’s see how the effective lead rate calculates. If I have provider X , which has a cost of $20 per lead and it engages at 25%, that means each engaged lead actually cost $80. Following that same formula, you can see that if you have a lead provider with a 50% engagement, then the effective lead cost is $40. Make sense? Next, how do you rank your lead providers? I believe you should look at your overall engagement rate and cycle through providers that fall under your average. For example, certain providers, we’ve noticed, have better results in different geographies. The point being that you always want the average to go up by keeping the good performers and upgrading the low performers. We are looking to identify and recognize those top lead providers with our upcoming Lead Provider Awards , so stay tuned. We are surveying our dealers right now. Conversica has worked millions and millions of leads for its dealer partners, so I hope this helps explain how much leads really cost. David Marod is the senior vice president of sales at Conversica . Prior to joining Conversica, David was vice president of sales for Better Car People, an organization formed by auto veterans to offer business development center solutions. An auto industry veteran and internet pioneer, David has also been national sales director for VinSolutions, a company that provides a complete car dealership software suite, and a regional sales manager at eBay. He started his career as director of CRM for Reynolds and Reynolds. David attended Michigan State University.
FollowPro Launches First U.S. “Pay Per Performance” Automotive BDC Call Center

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Asbury Park, NJ — September 4, 2018 — U.S. auto dealers are continually confused by complicated third-party call center billing techniques. Paying by the minute, paying by the lead, and other traditional metrics are a poor substitute for actual sales results. Starting September 2018, FollowPro Call Centers ( www.followprocallservices.com ) will launch their “pay per performance” business model for U.S. dealers. Dealer clients are only billed for prospects that “show” at the dealership. No “per minute” or “per lead” fees, just an agreed-upon charge for customers that actually step foot on the showroom floor to talk to a salesperson. FollowPro’s parent company, Suivitel Call Centers, have successfully launched the program into more than 70 participating Canadian auto dealers, with strong results. “We have found that dealer principals and managers are overpaying for traditional BDC call center services, based on a comparison of our program vs. previous results.” says Followpro founder Daniel Forget. “We are the only call service that believes enough in our team of commissioned salespeople to put our business on the line right next to our U.S. dealer partners.” “U.S. dealers are receptive to any alternative vs. the growing cost of traditional outsourced BDC call centers,” according to Bruno Lucarelli, president of FollowPro’s exclusive U.S. sales representative, MSS Auto Sales ( www.mssauto.com ). “The current system makes it extremely difficult for auto retail stores to determine the efficacy of their call centers. Dealers will end up actually paying less with FollowPro, finally getting full accountability from their BDC call center vendor.” FollowPro’s commissioned salespeople are assigned to a designated store and stay in contact with each prospect through the conclusion of their business with the dealer. This creates valuable feedback based on customers’ comments about their experience with each store, allowing dealers to address any unknown “pain points” in their sales process. About FollowPro Automotive Call Services Founded by call center industry veteran Daniel Forget, Followpro Automotive Call Services ( www.followprocallservices.com ) are the first “pay per performance” call centers available for U.S. automotive dealers. FollowPro Automotive Call Services are represented exclusively in the U.S. by MSS Auto Sales. About Mobility Sales Solutions Founded by Bruno Lucarelli, a veteran of Autotrader, Edmunds.com, and eBay Motors, Mobility Sales Solutions is the exclusive U.S. representative of FollowPro Call Services and the Vin-UP™ Service Vehicle Acquisition Program. Contact sales@mssauto.com. Media Contact For more information, or to schedule an interview, please contact Bruno Lucarelli at sales@mssauto.com.
Auto/Mate Integrates DMS with ProMax, Helping Dealers to Streamline Lead Generation and Sales Process

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Albany, NY — August 27, 2018 — Auto/Mate Dealership Systems has integrated its dealership management system (DMS) with ProMax, a leading supplier of retail automotive CRM/ILM, desking, credit and compliance software. Dealers using both Auto/Mate and ProMax solutions will benefit from the enhanced sales, lead, marketing and productivity management tools available through real-time data exchanges between the two systems. "ProMax is a proven, award-winning company that designs software to give dealerships a competitive edge in a demanding market," said Mike Esposito, president and CEO of Auto/Mate Dealership Systems. “Additionally, ProMax provides a variety of services to help dealers generate, follow up and market to leads, as well as tools and training to close customers for a complete front-end solution.” "Auto/Mate customers that are used to a high level of customer service and support can expect the same stellar experience and ease of use with all of our ProMax solutions,” said Darian Miller, Chief Technology Officer of ProMax. "Additionally, we appreciate Auto/Mate's low-cost integration process so that we don't have to pass high integration and certification costs to our dealer customers.” ProMax’s advanced lead tracking and CRM management tools enable dealers to identify the best-performing lead sources, create targeted marketing campaigns and drive more customer traffic to the showroom. ProMax software solutions streamline the car-buying process for customers and improve sales team performance, leading to more car deals. Auto/Mate's integration program, Open/Mate , is based on open standards, allowing third-party vendors to easily integrate with the DMS. Some DMS providers charge third parties expensive certification fees, the cost of which is usually passed onto their auto dealer customers. Auto/Mate's open integration program keeps integration costs low for vendors, saving auto dealers money while providing them with more vendor choices. For more information visit www.automate.com About ProMax ProMax has been leading the industry in automotive software for over 20 years and offers a fully integrated front-end system for auto dealers. From award-winning CRM/ILM and desking/leasing modules, to industry-first compliance solutions and pre-screen products, to lead generation, inventory, dealer websites, direct mail, credit reports and more, ProMax solutions are used by over 2,000 automotive dealerships nationwide. Learn more about ProMax at www.ProMaxUnlimited.com . About Auto/Mate Auto/Mate Dealership Systems is a leading provider of dealership management system software to retail automotive dealerships, typically saving dealers thousands of dollars per month from their current provider. AMPS® is a user-friendly, feature-rich DMS in use by more than 1,350 auto dealers nationwide. Auto/Mate has received multiple consecutive DrivingSales Dealer Satisfaction Awards. Auto/Mate’s employees have more than 1,200 years of combined experience working in franchised auto dealerships, the foundation of its By Car People, For Car People™ slogan. Auto/Mate is committed to winning its customers’ business each and every month with no long-term contracts and free software upgrades. Media Contact Holly Forsberg, Carter West PR,  www.carterwestpr.com , 602-680-8960